The Impact of Tourist Destination Branding on Destination Loyalty of Foreign Tourist Analysis of the Intermediate Role of the Destination Image and Foreign Tourist Satisfaction: An Application on Hurghada and Sharm El-Sheik Foreign Tourism

Abstract

This research aims to study the dimensions for Egypt branding as a tourist destination and to find out the relative significance for these dimensions and its impacts on the destination loyalty of foreign tourist, by studying the role of the destination image and tourist’s satisfaction. The relationships between the destination branding, destination image, satisfaction, and destination loyalty of the foreign tourist were studied. Data were collected through a survey that was distributed equally among tourist in hotels in Hurghada and Sharm Al-Sheik. Data were analysed using (AMOS.20) program.

Study results showed that (1) There is a positive significant relationship between “destination branding” and “foreign tourist satisfaction”. (2) There is a positive significant relationship between tourist destination branding and tourist destination image, (3) There is a positive significant relationship between destination loyalty and “foreign tourist satisfaction”, and tourist “destination image”; (4) An indirect relationship between tourist destination branding and destination loyalty; (5) The study also showed disparities in the impact of satisfaction, destination image on destination loyalty;